• by Tanya Gazdik , May 15, 2019

MassMutual is launching a brand campaign that aims to reframe “financial decisions” as moments of joy when you realize your financial planning is paying off. 

The campaign, which runs through summer, has the tagline ”This is a Moment You Plan For” and includes broadcast, digital, video, radio, social and out of home.

The effort, from Johannes Leonardo, focuses on three product categories of key life moments for the campaign: retirement, investments, and college savings.

The first two of three 30-second spots features a daddy-daughter wedding dance and a stressed family getting college acceptance news. A third spot debuts later in the summer.

In order to stand out in the financial services advertising landscape cluttered with messages about the stress of preparing for the unexpected while living for today, MassMutual chose to highlight the positive emotions of key life moments, says Jennifer Halloran, head of brand and advertising at MassMutual.

“We believe this effort will help lead our brand forward and offer our customers confidence that they can rest easy knowing we can help them,” Halloran tells Marketing Daily.

Two years ago, MassMutual launched the “Live Mutual” platform, which challenges the culture of independence with the concept that working together toward a common goal is always a better way, says Samira Ansari, group creative director at Johannes Leonardo. 

"Our 'Live Mutual' platform and campaign for MassMutual has always celebrated the notion of interdependence, and the idea that being there for the ones we love is just as rewarding,” Ansari tells Marketing Daily.